Aura Farming in the Age of the Priority Pass

Zach Helfand’s New Yorker piece “The Airport-Lounge Wars” reads like the natural sequel to John Seabrook’s “How the Sports Stadium Went Luxe.” Both writers chart America’s drift into a soft feudalism—an economy built on velvet ropes, curated vanity, and the tyranny of creature comforts. Exclusivity is our reigning civic religion. Helfand opens with a thesis as blunt as a boarding announcement: “Airport lounges are about who gets in and who does not.” In today’s America, you must cultivate an aura—what my teenage daughters call “aura farming,” the strategic cultivation of mystique, importance, and manufactured nonchalance. Airports have become the perfect stage for this theater of status. You either inhabit the drab terminal with its cracked vinyl seats and public coughing contests, or you ascend to the glowing Xanadu behind frosted glass. My own family acts out the class divide: my wife and daughters breeze through TSA with their PreCheck halos while I shuffle through the cattle chute, sacrificing my bottled water, removing my belt, and enduring laptop shaming before rejoining them, a humbler, poorer man.

These airport Xanadus have grown so seductive that some travelers go full pilgrim. One Malaysian businessman, drunk on his Priority Pass privileges, missed his flight to Kuala Lumpur and drifted through lounges for eighteen days, forging boarding passes like a monk copying sacred texts—until he was arrested and relocated to the Prison Lounge, where the amenities are famously lacking.

Wanting a taste of this strange devotion, Helfand spent a week touring New York’s airport lounges with his own Priority Pass. At the HelloSky Lounge at JFK, he marinated in what historian Kevin James calls “an enhanced experience of stasis.” Translation: high-thread-count boredom. Even this, Helfand notes, is aspirational—CBS travel editor Peter Greenberg says lounges aim for nothing more noble than inspiring customers to murmur, “Well, it’s better than nothing.” Indeed, the holy trinity of “better than nothing” turns out to be fruit-infused water, padded leather walls, and chandeliers in the bathroom. Civilization marches on.

Airports are designed to grind the soul down to a nub, so perhaps this “slightly better than nothing” aesthetic is our cultural Valium. A tranquilizer bubble for people waiting to be herded onto aluminum tubes. Pay the fee, flash the pass, and anesthetize the existential dread of a three-hour layover. As Helfand puts it, “Waiting can make one feel needy, like a baby.” Maybe that’s why lounges feel like nurseries for adults: dim lighting, soft chairs, snacks within arm’s reach. The more infantile we become, the grander the titles on the door—V.I.P., Admiral, Ambassador. It’s a fantasy nobility designed to distract us from the truth: we are tired, displaced, sleep-deprived, and longing for our beds, our routines, and—let’s be honest—our blankies.